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This is a Quantitative Study study.

Leveraging AI to drive online impulse buying: a SOBC perspective

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Impulse buying is significantly influenced by perceived hedonic value, enhancing consumer purchase urgency.
AI service quality factors, including accuracy and reliability, positively relate to consumer perceived value.
Personalization in AI services is linked to both hedonic and utilitarian value perceptions for consumers.
Trust moderates the relationship between the urge to buy and actual impulse buying behavior.

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Online survey identifies AI service quality and personalization as key drivers of impulse buying, suggesting enhancement strategies.

Shamim et al. (2025) studied this question.

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